A recent consumer trends study by digital marketing company BrightLocal revealed that 84% of people now trust online reviews just as much as they trust a recommendation from a friend. This statistic is huge for businesses that must ensure their digital presence is completely buttoned up, especially considering online reviews. One brand that is truly hitting the mark as far as leveraging the power of the online crowd is Kate Hudson’s brainchild. Fabletics, a brand of high quality athletic wear, is thrilling buyers and consistently growing their membership model by leveraging review-centric digital marketing strategies.
Fabletics was founded in 2013 under the blanket of the TechStyle Fashion Group. TechStyle and Kate Hudson wanted a brand that went digital first. While many brands in the retail industry are struggling to pivot their strategy to create a seamless experience for buyers both in the store and online, Fabletics went online first. Their membership model invites people to experience the entire world of Fabletics in a fun and mobile-centric digital realm. This was pivotal to the company. Fabletics wanted to fully embrace the digital and social media world and dive headfirst to delight customers online.
Fabletics knows that reviews are a huge part of today’s purchase process. Today’s customer typically visits 2-3 sites, including social media, before making a purchase decision. Reviews typically receive a prominent placement on sites like Google, Facebook and additional sites. Fabletics rewards fans for leaving their honest and unbiased reviews. Thus, they leverage the power of their crowd of buyers to generate glowing reviews that attract new buyers.
Kate Hudson says that she did not sign up to simply be the face of Fabletics. She works hand in hand with the leadership team to continue to grow her company and to gauge member experience. Whether she is direction social media strategy or reviewing sales numbers, Kate Hudson is very hands on in her work with Fabletics. She prides herself on being continually committed to the company. She even says that at any point she knows exactly how the clothing is performing.
In fact, Kate Hudson led the charge in implementing a brand new data system in Fabletics’ early days. This system allowed for consistent inventory levels to make sure that members were able to get the items they wanted quickly and efficiently. Although she loves working with Fabletics, Hudson says she will always be an actress at heart.